Ethiopian Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Ethiopian Airlines analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Ethiopian Airlines SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Ethiopian Airlines to benchmark its business & performance as compared to the competitors and industry. As of 2020, Ethiopian Airlines is one of the leading brands in the airlines sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Ethiopian Airlines competitors and includes Ethiopian Airlines target market, segmentation, positioning & Unique Selling Proposition (USP).

Ethiopian Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Ethiopian Airlines Brand Analysis
Parent Company

Ethiopian Government





Tagline/ Slogan

The New Spirit of Africa


Safety and Credibility

Ethiopian Airlines STP
Ethiopian Airlines Segmentation


Ethiopian Airlines Target Market

Middle class/ Upper middle class

Ethiopian Airlines Positioning

Value for money

Ethiopian Airlines SWOT Analysis
Ethiopian Airlines Strengths

Below are the Strengths in the SWOT Analysis of Ethiopian Airlines:

1. Significantly increased the number of air travelers carried, and tripled the carried cargo with increased traffic to Europe, North America and Asia

2. Its main hub Addis Ababa is very well located for the traffic between Intra Africa-India/South Asia and Latin America-India/South Asia
3. Operates the Youngest Fleet in Africa with an average age of 9.5
4. Association with Star Alliance helps to strengthen position in the domestic and international market

Ethiopian Airlines Weaknesses

Here are the weaknesses in the Ethiopian Airlines SWOT Analysis:

1. Low revenue from home market
2. Lack of financial support from Government

Ethiopian Airlines Opportunities

Following are the Opportunities in Ethiopian Airlines SWOT Analysis:

1. Expanding reach to Latin America, Asia
2. Additional Revenue opportunities from Training and MRO Facilities
3. Leverage mentorship of Lufthansa

Ethiopian Airlines Threats

The threats in the SWOT Analysis of Ethiopian Airlines are as mentioned:

1. Increasing Aviation fuel cost
2. The lucrative African aviation market is attracting strong global players thus challenging its strong position in the domestic market
3. Improvement in road and railway infrastructure could lead to a reduction in demand for air transport

Ethiopian Airlines Competition

Below are the top 3 Ethiopian Airlines competitors:

1. Kenya Airways
2. Emirates
3. Qatar Airways

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Ethiopian Airlines. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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